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The “hand-off” is the critical moment that will determine whether your demand gen engine and larger GTM effort will scale -- or struggle. It’s the root cause of many sales and marketing alignment issues, and a key point of failure because it’s often the moment accountability transfers from one org (marketing) to another (sales).

Today’s b2b marketers have no shortage of levers at their disposal to make a potential impact. The trick to moving the needle for the business in any given time period is figuring out which levers to pull, and perhaps even more challenging, which levers to resist.

The words that you use to describe your company and solutions (your “messaging”) are what fuels every marketing program, every outbound call or email, every sales conversion. The teams that put messaging at the core of their marketing strategy are in a stronger position to make an impact. On the flip side, a weak or absent positioning strategy can create drag on your entire go-to-market effort.

Over the last decade, the marketing function has experienced a massive transformation in terms of its potential to help scale revenue growth. B2B marketers have benefited from advances in a variety of areas.